Hot Wheels has launched its new Race to Connect campaign, promoting the new Track Builder product range, encouraging kids to be ‘masters of their own track.’
The new range places emphasis on allowing kids to design, create and customise their own track challenges using a variety of stunts and layouts.
The initiative will be supported with an extensive marketing and PR programme, in order to drive excitement around the new ‘Go For It’ brand messaging.
Key activity will include TV advertising, partnerships with a leading boy’s website with interactive digital gaming, a partnership with a leading boy’s magazine and a tour over summer.
The toy range – hitting shelves this spring/summer – will feature the advertised Track Builder 4 Lane Tower Starter Set and Stunt, Deluxe and Speed Accessory Assortments alongside the Double Jump Duel.
Furthermore, autumn/winter will see the launch of the Super Loop chase Race and Track Builder Double Boost Bi-way.
UK director of customer marketing and brand communications, Wendy Hill, said: “The Race to Connect campaign is our Hot Wheels initiative for 2014.
“With an exciting programme of activity in place supported with amazing content and a first class range of toys, kids will be encouraged to use their imaginations to create their own, unique Hot Wheels systems.”